Mister Myths - Deakin University

a consequence? Firstly however, it’s important to separate myth from reality and
explore the so-called Mister Myths which may prevent retailers capitalising upon the
male dollar.
Mister Myths
Mister Myth #1: Men hate shopping
“Not all men hate shopping. Most men enjoy shopping, what they do not like is
having to wait while their wife or girlfriend takes forever to decide what they are
going to buy. Men can shop fast. They usually know what they want, find it and buy
it. They do not need to go through a lot of items to decide what is best looking. Men
do not like to wait. They do like to shop”.
Source: www.answers.com. [2]
“Men don't hate shopping, they just shop for different things. Have you ever had to
wade through acres of tractors, with a man who has no intention of buying? Have
you visited every lawn and garden store in a hundred mile radius, looking for that
perfect grill? I have, with several farmers”.
Source: www.hubpages.com. [3]
Not all men hate shopping, any more than all women love shopping. The ‘men hate
shopping’ Mister-Myth seems readily to be readily accepted as a cornerstone of the
male-female consumer relationship. Tales abound of reluctant men being dragged
around shops against their will, oblivious to the benefit of the experience, with the
man-crèche emerging again as a popular solution. As one homewares retailer who
opened a man-crèche in the UK noted:
"It's well known that men's shopping patience threshold is perhaps a tenth of that of
women, so we've decided to help avoid domestic disputes by the duvets and battles
in the bathroom, by giving them an area for a break."
Source: Manchester Evening News. [4]
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